Organizational Strategy:

The market competitions for the apps sharing ride and delivery is very high and hard in Mexico.

It is difficult for the new entrant to obtain the market share but that’s is not impossible because

Mexico is one of the most profitable place for the apps sharing service. It is one of the profitable

place because it has a large number of population and the road are also well structured. The

climate also near about perfect for the services. Uber and DiDi are the big competitors along

with some of the local companies who are giving similar services

Pathao should create a long term plan for gaining market control and occupy a good amount of

market share in this sector. As Mexico has a huge population so there is also traffic problem

similar to Bangladesh traffic problem so Pathao should attracted the biker to register in the bike

services of pathao by giving more percentage then the car in the in initial stages because that will

ease up the traffic problem in the country.

As Mexican people are food lovers so pathao need to give good service in the food delivery

system and should give different promo code that will bring fame for the business.

In the plan at the initial stage pathao should give services at low cost then the competitors to gain

the market share and also fame. The company can also give little bit more percentage to the

drivers then the competitors so that they get interested to register the apps and run their car and

bikes using this apps.

Pathao can gain a good percentage of market share within 1 years.

They will gain customer satisfaction and will gain customer preference within 1 year.

The bike services of pathao can ease up the traffic problem of Mexico.

They will create a strong position in sector of apps sharing service in Mexico.

Advertising Strategy;

Pathao is new in the business of ride sharing and delivery in Mexico and they are doing business

here for the first time so it’s very important for them to do a proper advertising in Mexico.

At first Pathao can go on a awareness campaign and let people of Mexico know about arrival of

their service and give information of the service in detail. First of all they should have a attracted

logo which will and its significant should reach to the people of Mexico who are using this kind

of apps based services. The marketing strategy need to be effective on the people. The following

things of advertising process may help Pathao as starter in Mexico:

Launch Programs: They can launch a program by giving different kind of discount on the

program of them. Modern generation young people they can target by giving different offer

which will attracted them to take services of them. Every year a huge amount of tourist visit to
Mexico if proper facilities can provide for the tourists it will create a great marketing hype for

Pathao.

Partnership with local Brands: In Mexico there are huge number of local brand of different

products. The Mexican people like to use and loved there local product, if Pathao can have

partnership with one of the known local brand and convince them to do their marketing then that

will help the business.

Social Media: Pathao should make adds on a social media platform showing the awareness

program of pathao ensuring proper safety of their passengers specially girls that will attracted

people for the service because Mexican people are very emotional.
Adapting Mexican Culture: Mexican people like colorful things, their mind is colorful as their

country. They celebrate various occasion throughout the year so pathao should adapted their

culture and give offer on the occasion like new year celebration or March21 and Eastern week.

Information to the customers: Advertisement in the Television and newspaper they should

informed the customers about the development of the services which are not in the other apps

sharing services.

Budget:

For starting business operating in Mexico there are various kind of expenses for Pathao. The

budget amount for Pathao will be very big as the country is new for them the business is also

new. Huge amount will go on a advertising because if people will not know them they cannot

last long in the business as there are big competition present in the market like Uber and DiDi.

So the expenses are shown below:

(Budget Details for 3 years)

Year 1 Year 2 Year 3

Market Search 72000 MXN 72000 MXN 72000 MXN

Cost (BDT 282465) (BDT 282465) (BDT 282465)

Rant and Office 1427500 MXN 1427500 MXN 1427500 MXN

Supplies (BDT 5600250) (BDT 5600250) (BDT 5600250)

Launching 15000 MXN

Labor (BDT 58846)

Cost

Marketing Cost

Logo 30000 MXN

(BDT 117694)

Branding 160000 MXN 160000 MXN 160000 MXN

(BDT 627700) (BDT 627700) (BDT 627700)

Operational 2455000 MXN 2455000 MXN 2455000 MXN

Cost (BDT 9631254) (BDT 9631254) (BDT 9631254)

IT Cost 48100 MXN 48100 MXN 48100 MXN

(BDT 188700) (BDT 188700) (BDT 188700)

Investor Finding 24500 MXN 24500 MXN 24500 MXN

Cost (BDT 96116) (BDT 96116) (BDT 96116)

Launching 245500 MXN 245500 MXN 245500 MXN

operational cost (BDT 961163) (BDT 961163) (BDT 961163)

Business 1900000 MXN 1900000 MXN 1900000 MXN

Insurance Cost (BDT 7453924) (BDT 7453924) (BDT 7453924)

Employee Salary 281000 MXN 281000 MXN 281000 MXN

(BDT 1102396) (BDT 1102396) (BDT 1102396)

Other Cost 360000 MXN 360000 MXN 360000 MXN

(BDT 1412322) (BDT 1412322) (BDT 1412322)